Is A Funnel Even Right For My Business?

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, Sorry it's been a little while since you probably heard from me in any channel. I have been suffering my first sickness in probably three or almost four years, as long back as I can remember actually. So it's been a long time. But I actually just drove my parents to the airport and dropped them off and had some thoughts I wanted to share with you guys about is your business ready for a funnel? And the reason why this is kind of top of my mind right now is my dad was in town and he's got a really cool, cool accounting business with some of you guys use him, which I appreciate that I get nothing for recommending him, but he's awesome. And it's bookease.com b o k e a s e.com and they do business structuring. So they help you get protected by the way you structure your business. They do accounting, do bookkeeping. If you haven't paid taxes in like five years, like most entrepreneurs seem to not do when they get started, they do all that stuff and catch you up and really cool businesses. BooKease.com and I've talked about it before on this podcast. I told everyone how it's like the cheapest thing ever. I keep trying to raise their prices. And it's funny as they're trying to turn this into actual business business, it's a good business. They've gotten a few hundred clients, a lot of clickfunnels members, inner circle members and stuff like that. They do stuff for and trying to grow. And I keep trying to tell my dad, these are things that need to happen for you to be able to grow. And so I want to share them because I think it's true for a lot of businesses who make this leap where they're trying to transition from whatever they're doing now to using funnels. I know my dad, he went and like, he didn't want to bug me, so he went and hired someone to build a funnel. So the person built him a funnel and they built a webinar funnel. And my dad showed me. He's like, yeah, our funnel's done. And I look and I'm like, okay, do you have a webinar? He's like, no. I'm like, then why did he build your webinar funnel? He's like, I don't know. He told us that we needed a funnel. And so like, this is the funnel he built. I'm like, dude, who builds my dad a funnel and doesn't even talk strategy? So that's what today's lesson is going to be about. So kind of go off top of my head that these are the things that are necessary if you want your company to be successful with funnels. Alright? Number one, you need to have somebody on your team in charge of marketing who is a high D. Now the reason why I say high D, this is if you take the disc profile D, I S C, you take the disc profile, you have somebody who is high D or is a driver. There's so many companies I know who do not have a high D that's running stuff and because of that, nothing ever actually gets done. Number one, you need to have a high D. If you do not have a high D on your team yet, you are not going to grow. And I have bad news for you. You're not going to become a high D if you are not one already. Okay? It's not something I believe you can develop, nor should you try to develop it. You should find the right person to do that. Now, I'm a big believer that the only thing in your business that actually matters is the marketing. Therefore, I think that for most of you guys, your CMO and your CEO should be the same person. Because that is business is marketing. I know that some of the product people out there will disagree with me. I think that I'm right and I've got a bank account to prove it. So there you go. Just kidding. I don't want to be the annoying guy. I'm not that annoying. I just want to make a point that you need to have somebody that's driving the marketing and hopefully it's the CEO or the owner or whatever. And that person needs to be a super high D. So if you're not a high D and you're wondering why companies are growing, it's because you don't have that person yet. And so take the disc profile. It's free online. In fact, if you go to tonyrobbins.com, scroll the very bottom, the little link says dis profile. Take that and find out if your High D. And if you're not, find out who on your team is a high de. And if you don't have one on your team, if there's no on your team, you're not going to drive this thing to where you want it to go. You have visions and you'll think about how nice it'd be to have a bigger company, but you're not going to be able to do it. It's just not possible without a high D on your team. So get a high D and make that person in charge of the marketing of your business. That's number one. All right. Because number two is going to be become obsessed with the marketing of your business. And we've talked about this a lot before in the past, but there needs to be somebody who's obsessed. If there's not somebody on your team who's read both my books at least twice, then there' not an obsessive marketing person on your team. And I'm just saying my book, because my book's a compilation of all good marketing books put together to like strategic chronological order. These are not like my thoughts. These are like my books are. Here's Russell reading 800 books and then putting it in chronological order after testing everything and telling you it actually works and the order it works. Right? And so if someone on your team in this day and age who's building a funnel and charging marketing is not obsessed with my books. Not out of ego, but just out of the fact that they're not going to be successful. Like, they need to read it and understand it, read it and read it and read it. Because if this person's saying, hey, we should build a webinar funnel, they start building a webinar funnel and put all your time and your money, your expertise into building a webinar funnel. Then you come back, you're like, wait, but we don't actually have a webinar yet. They should be fired. So just make sure that you are fully aware of that because they understand the strategy, they understand the selling, they understand all those kind of things. All those things are very, very important. So that's number two. Number three, you have to create an offer that can sustain paid traffic. We are in a world right now and it shifts the time. But as today, the world we live in right now, the majority of your guys traffic, I know this because we get billions of visitors a year coming through click funnels. The majority of your traffic right now is coming from Facebook. The majority, okay? And good old Mark Zuckerberg is going to charge you on the low end, the very, very, very, very low end, $1 per opt in per registrant for whatever it is per lead. And the high end, you're looking at 8 to 10 bucks a lead per lead, okay? So if you're selling something that can't sustain where you got to spend, I say on average, you'll get three to five bucks a lead, okay? Between $3, $5 selling something, let's say you're selling a $50 a week payment, you know, like, let's say your chiropractor, $50 a week payment or whatever. I don't know, my brain's kind of tired. So that's probably a bad example. But whatever it is you're selling, right? And you're saying, look, for me, I'm going to need 100 leads to close one person or three people or whatever. It's costing me five bucks per lead, so I got to pay whatever the cost ends up being there. If those numbers don't work for you, you have to shift your pricing strategy. That' biggest problem for my dad right now is that they have really inexpensive accounting services, which is great for his clients, the ones who know about him and nobody else will ever know about him, because he can't sustain growth right now. So that's why he has to go use them quick before they jack their prices up like they keep telling them to. Because you need to have money to be able to spend on advertising, to acquire customers, to bring them in and probably incentivize a salesperson that high D. Because most high Ds, they're rain makers, right? They want to get paid a lot for the work that they do. Unless you are a high D, who's going to be doing that, you need that person there to be able to afford them, right? And so you gotta be able to have those things in place. So you gotta change your offering. I keep telling my dad, like, people need to pay you at least $2,000 just to begin the interaction with your company, man, that gives you at least $1,000 you can spend to get that customer, which is gonna be necessary in the business type and business model you're in, right? So you gotta be able to figure out, like, does my business, like, do I have an offer I can sell right now? The first off is sexy that people actually want, and second off, I can char. Then it'll make me money and it'll cover all of my advertising expenses. If not, you're not gonna be able to grow your business no matter how Great. Your product, your service is. Which is unfortunate. It's just true. Okay? So you gotta make sure it's gonna be able to sustain the growth of it, right? So what do we got? We got driver number one, you gotta be obsessive. Who can drive this thing? Number two, you gotta. Number two is the obsessive, obsessive marketing and the sales just gonna geek out and just go crazy to understand the strategy behind your. Number three, you gotta make sure you have an offer that. Will absorb all the cost of advertising so you can actually go out there and you can advertise. And then number four, you gotta have somebody who can sell the thing, okay? And so there's different ways that we sell stuff online, right? There's sales letters, like a long form sales letter. So if you're gonna be selling through sales letters, you need a copywriter who's good. Good copywriters aren't cheap. Okay. Or if you're gonna sell these on the phone, you need someone on phone who can sell. Now, my guess is most of your salespeople are also gonna be high Ds. Not all the time, though. Sometimes copywriters aren't and things like that. But if you're gonna be doing webinars, like either you need to be doing presentation or somebody needs to do a presentation, that person is typically gonna be in high D because we're doing stage event presentations, webinar presentations, right? You need somebody to sell the thing that you got. There's a lot of ways to sell. You sell through the written form, right? Sales letters do verbally, like phone sales, audio. You can do video, you can do webinars. There's different ways. But you have to figure out what's the sales mechanism that's gonna sell created. And so that's the next piece of the pie. And the last piece of the pie is who's going to be getting the traffic, those people to show up so the person can actually sell them. Right? It's marketing. So you got the marketing drives the traffic that brings the people in. Then the salesperson can sell the person your amazing, irresistible offer that will cover all the cost of your advertising, plus cover the cost of all the people involved to make this amazing thing happen. And that's how this whole game is played. So I just wanted to kind of put those things out there for those who are funnels aren't working for them yet. You're not kind of figuring out you've been trying this thing. You've been dabbling and you're struggling all those Little things, you know, and I know those things are all true and they're all real. And if I was building a business from scratch, if you were to hire me as a consultant, and this is exactly what I'd do, the first thing I would do is like, okay, who on your team is going to be the driver? Okay, take the disc profile. Okay, you have no drivers. Go hire drivers. Go find one quick. Or it's like, hey, that dude right there who's doing nothing, that's your driver. Put him in the spot. And then number two is like, all right, this person needs to become obsessed with the marketing and the sales. Like, they need to be awesome. The strategy of the driving of this thing. Because sometimes you might create 10, 20, 30 funnels before you get the one that pops for you. So if the person gets bored after attempting the first funnel, not the right person. You need a driver who's obsessed, who's going to be. Just keep going and going and going until this thing works. Then I'm going to be figuring out, okay, what's the actual offer we're going to be selling? Because it needs to be something that's big enough to sustain the growth so we can grow this as a company. How to make a really sexy, irresistible offer that's expensive enough that, again, can cover all the costs. And then from there be, okay, how are we selling this thing? We selling through webinar, through whatever. And I'd be doing the webinar. I'd be hiring a webinar person, or I'd be hiring a copywriter or whatever. Figuring out who's gonna be selling these things. That's the next key. And then last is how to get the. Who's the person that's gonna be driving the traffic in the market? Who's gonna be getting the eyeballs to show up so we can actually sell them? And those are the pieces. And if you don't have those pieces, that's probably why you're struggling right now. It's time to start building your venture team. I talked about this last podcast episode. I think, like, find the people around you. Start building a team. Look at this like a real business. There's two ways to build a business. One is to try to learn all this stuff yourself, and it'll take a long time and be a lot of effort and work. Number two is people do it, which that costs a lot of money. It can be done, but it's way more expensive. And typically, you're not going to be able to hire the best. Number three, Is start networking, start building an Avengers team. Find people who all believe in the vision, the mission. And one of my first mentors, he passed away a couple years ago. His name is Chet Holmes. I remember I was talking to him initially. He told me about his company bill. He built his entire company. Wasn't a single person on payroll. Everyone was paid based on a percentage what they sold. I was like, what? He said, yeah, basically the way it works is in our company's like big months, we all get big checks. Small months, we all get small checks. That's the way companies should be run. If I was to start over everything from day one, once again, I would definitely be doing it from that vantage point. Find people, bring them in together, sell them on your idea. Don't just bring in people just because they're your friends and your family members though. Find the right people. Take the disc profile. Surround yourself with what you aren't. If you're a high D and high I find people that are high s and high C and vice versa in inner circle. Mandy Keen is one of the inner circle coaches. She did a training on disc profile and she did a really cool thing when she showed my disc profile that showed all the people around me in my core team, my management team, who are my partners, where my assistant, all those kind of people. It was interesting how we looked at me versus all people around me, how they all compliment me in this really cool way that based on that we have the one superhero because unfortunately we're not all superhumans. I wish I was. Wish I was a high D, I, s, C. But I'm not so I gotta surround myself with those other people. So anyway, I hope that helps you guys. I'm almost back to the office. I'm gonna bounce because I started having a coughing attack and I'm gonna do that off camera. So thanks everybody, hope you have an amazing day and we'll talk to you soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called expert secrets and you can get a free copy@expertsecrets.com and book number two is called Dotcom secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.